‘Shooting in Abu Dhabi’ showcases the power of Emirati culture

Following global trends, the UAE’s cultural and creative industries are emerging as an important engine of growth in the country. The creative economy harnesses $2.25 trillion and nearly 30 million jobs worldwide, accounting for 3% of world GDP. The creative industry promotes employment and is an important force for entrepreneurship, innovation and social development.

Harnessing the global potential of the creative industries, Abu Dhabi’s existing media landscape has produced many success stories such as Abu Dhabi Film Commission and twofour54 Abu Dhabi. But that’s not all. The potential of the creative economy for visual storytelling has enormous power. Unlocking the potential of the cultural and creative industries also means harnessing the new technologies that are disrupting the industry to meet the changing needs of a global audience.

A well-established film and television industry can help increase tourism and enhance a city’s image overseas – in this case Abu Dhabi’s image abroad, with content either shot directly in Abu Dhabi or financed in Abu Dhabi.

We’ve already seen blockbusters starring Tom Cruise Mission Impossible 4 Features the Liwa Desert and the midfield terminal of Abu Dhabi International Airport. In an earlier film, Cruise climbed the Burj Khalifa in Dubai.

It’s not just Hollywood that shoots footage in the UAE. Studios in neighboring countries such as Bollywood in India and much of the local film industry in India are filming in the UAE. It is also often the location of choice for the Middle East film industry; Egyptian, Lebanese and Tunisian producers have brought their crews to the UAE to shoot some of their films or TV series that air on OTT platforms.

Given the UAE’s popularity as a filming destination, there are at least three ways the creative sector in the UAE can take advantage of new technologies further.

First, through facilities and infrastructure. Abu Dhabi can see the studio as the next big opportunity to build a more diverse content portfolio. In addition, the availability of post-production services can be further improved.

Second, attracting and retaining talent to work, live and thrive in Abu Dhabi should be a key growth area.

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Especially given Abu Dhabi’s reputation for ease of doing business and obtaining the required licenses, and as the UAE’s economy continues to diversify, the capital could be boosted as a premiere for film and TV production by providing infrastructural incentives for filmmakers the status of the place. To that end, studios across Abu Dhabi can play a vital supporting role.

As the global film and television industry grows, and Abu Dhabi increasingly attracts film crews, it becomes even more important to invest in the local creative economy by developing media-related businesses that support the ecosystem. For example: creation of localized clothing stores, post-production facilities, location sound services, location reconnaissance services, etc.

These related businesses play a role in each production unit.For example, in New Zealand, hiring staff and equipment for filming Hobbit The trilogy added $261 million to the economy over three years, while significantly increasing tourism. Capturing a destination’s appeal to film can ensure a steady stream of tourists and tourists for decades.

More recently, in Dubai, film industry professionals are building relationships and interacting with more than 180 production studios with 6,000 media production units over the past 16 years.

Growth in the industry is important for local producers and directors who benefit from low-cost releases. That’s why we’re seeing content from regional producers like MBC compete with bigger studios on platforms like Netflix, Prime, Disney+, and more.

Due to the dramatic increase in budgets for such productions, organizations such as MBC (recently established MBC Studio to produce content) have allocated significant budgets to projects and filmed simultaneously in multiple locations, such as Abu Dhabi, Dubai, Egypt, Tunisia, Turkey, even in the UK.

Increased local incomes, temporary jobs and increased use of local services – such as using the city’s transportation system and shopping locally – benefit cities where filming is made. A development strategy can further identify the local support services required by the industry and then expand.

To underscore the importance of the film industry, Abu Dhabi’s creative community can reinforce the benefits of filming in their region and show the film industry the beauty, diversity and simplicity of filming in their city.

In addition to strengthening local businesses, it will also increase exposure that may encourage other industries, such as tourism, to invest in regional development. The entertainment industry has the potential to be a signature business in the emirate and a potentially rich source of tourism opportunities.

As Abu Dhabi strides towards becoming a major film production hub, film and television should be seen as part of a broader strategy – focusing on proper funding and incentives, training new talent and building the required infrastructure.

In addition to financial returns, the cultural and creative industries also generate word-of-mouth effects. The reputation of the city is thus enhanced, and this non-monetary value contributes to inclusive people-centred development that benefits the country in the long run.

Published: September 7, 2022 4:16 AM